ANALISIS FAKTOR-FAKTOR PENDUKUNG SEGMENTASI PASAR PRODUK INDOSAT DI KOTA JEMBER

Abstract

The research was entitled " Analisis Faktor-faktor pendukung segmentasi pasar produk Indosat ". The purpose of this research is to analyze the factors to be supporting Indosat product market segmentation based on product attributes and to determine Indosat existing product brands in each segment. The data used are primary data that is taken by way of distributing questionnaires to the respondents and secondary data obtained from the Internet, literature and research terdahulu.teknik puposive sampling sampling using a sample of as many as 80 people. Analysis tool used is cluster analysis with two methods namely K-Means Cluster and Cluster Hierarchy. Based on the results of cluster analysis with KMean Cluster method, obtained results that market segment Indosat product market in the town of Jember are three clusters, namely: cluster 1 is concerned with attributes of respondents who rate the phone, SMS and internet tariffs so that cluster 1 could be named "Cluster tariff "with the number of respondents as many as 30 people (37.5%), cluster 2 is concerned with respondents who attribute the signal strength and speed of access so that cluster 2 may be named" cluster Quality "by the number of respondents were 13 people (16.25%), cluster 3 is the respondents who are concerned with service attributes MMS, Video Call, and Balance Transfer so called "cluster feature / service" by the number of respondents as many as 37 people (46.25%). While cluster analysis using Cluster Hierarchies method obtained results that there are three groups of products Indosat namely: Group 1 includes brand Mentari and IM3, Matrix group 2 includes brand and group 3 includes brand StarOne. The grouping is based on the level of similarity between the products of Indosat.